Planningness Recap for interTrend Comunications

replay for interTrend Communications

Monday, November 2, 2009

unlike most conferences


we learned

http://www.flickr.com/photos/w5photos/4030246498/




we applied


we presented

http://www.flickr.com/photos/exitcreative/4021580672/




Zeus Jones on Modern Branding


brands built through interaction

http://www.flickr.com/photos/jurek_durczak/2085088326/




modern brands are defined by what they do

http://www.flickr.com/photos/67465256@N00/194660449/




http://www.zeusjones.com/blog/2009/planningness-new-marketing-tools/




classic marketing tools





http://www.flickr.com/photos/snorri_orn/3510012461/

the one “insight”




http://www.flickr.com/photos/27818524@N00/420677725/http://www.flickr.com/photos/40954787@N00/189243792/

the one “big idea”




How can we make research faster, cheaper,

more effective, more iterative in nature?


an on-going



collaborative and iterative process





not just about creating more perfectly clean and polished briefs





more micro briefs




http://gdpsu.typepad.com/.a/6a00e55001740b883401127944ae5028a4-500wi

micro ideas




http://www.flickr.com/photos/scottster/3679129498/

and learn from them




http://www.flickr.com/photos/ecb/133203964/

and keep doing it until the client tells us to...




What tools do we have that’ll allow us to listen

and monitor our customers behaviors,

attitudes, opinions in real-time?


What tools can we use or produce that’ll provide

us opportunities to [constantly] create?


What can we start doing everyday that will help

drive our client’s business forward?


Jason Oke & Gareth Kay on

Connections Planning


http://www.ibelieveinadv.com/commons/jakpetz-crawling.jpg

everything is a medium




http://fuckyeahads.tumblr.com/post/230278533/borrowedheaven-girlfulloftangledhair

everything





treating people as just eyeballs




http://www.slideshare.net/jasonoke/connections-planningnessMonday, November 2, 2009

http://www.slideshare.net/jasonoke/connections-planningness

http://www.slideshare.net/jasonoke/connections-planningness

creating a ‘lil joy to people’s lives


part of the conversation


http://www.zeusjones.com/blog/2009/recently-launched-bp-photobooth/

adding value to customer experiences




“the key is to produce something that both pulls people together and gives them something to do.” - Henry Jenkins


creating more human connections at the heart of everything we do

http://www.flickr.com/photos/cerasaragirl/1896458365/


http://www.flickr.com/photos/weijing/3419075083/in/pool-mcdonaldspiccadillycircus/

http://www.flickr.com/photos/weijing/3419075083/in/pool-mcdonaldspiccadillycircus/

CLIENT BUSINESS PROBLEM OR CHALLENGE:THE ENGAGEMENT PLANNING GUIDEBETA

THEPLANNINGLAB.TYPEPAD.COM 2009

FREE TO USE AND REDISTRIBUTE

PRIMARY BRAND TARGET GROUP

INDIVIDUALS IN THE SOCIAL NETWORK

What’s their real-life conversation topic?

BRAND RELATIONSHIPSOLUTION BUILDING

HOW ARE TRADITIONAL MEDIA CHANNELS/

FORMATS/CONTACT POINTS USED BY THE

TARGET GROUP? WHAT ROLES DO THEY HAVE?

What should be the role of the new media channel(s)?

How does the target group behave?In buying decisions?

What relationship does the brand have with its audience? What’s a realistic

future brand relationship?

INTERACTION

ENABLERS

New channels/formats//technologies/…

Experiences/entertainment/content/visualisation/functions

The Planning Lab

ACTIVATORS

CREATE

SHARE

RECEIVE

INFORM/ATTRACT/MOTIVATE/SELL



a journey, not just the destination




http://www.flickr.com/photos/75429951@N00/375434178/http://www.flickr.com/photos/98894117@N00/2206475032/

instead of 360-degree campaigns






finhttp://www.flickr.com/photos/32301381@N06/3018871173/




http://www.flickr.com/photos/brockm/3090986107/

waiting for the next order


http://www.flickr.com/photos/joeshlabotnik/3707230247/

think like designers, architects, experience planners




http://www.flickr.com/photos/75429951@N00/375434178/http://www.schneiderism.com/tag/f1-pit-crew/

we all have one shared goal


http://www.schneiderism.com/tag/f1-pit-crew/

http://www.schneiderism.com/tag/f1-pit-crew/

Does connections planning have a place at

interTrend?


How can we find what Asian-Americans are

doing on and offline, and with whom?


How can we create our own media?


a lot of this comes from people much smarter than me, that i’ve stolen from, discussed with and remixed it here. those people are: @jasonoke, @garethk, @adrianho, @joakimnilsen, @faris, @chroma, @paulisakson, @avin_narasimhan, @jeremytai, @erinjoan, @kylecameron, @clairegrinton, @johnfschneider, @theplanninglab, @skylerwallace, @plannergirl, @daria, @congbo, @misentropy, @buddingculture, Tim Gregory, Apo Bordin, Stephanie Redlener, Kaleen Ogden, Lydia Kim, Stacey Kawahata, Hilary Hempstead, Gorse jeffries

http://www.flickr.com/photos/windo/4048391693/

Twitter: @nguyenduongEmail: [email protected]




mailto:[email protected]

mailto:[email protected]

Planningness Recap for interTrend Comunications

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Transcript of Planningness Recap for interTrend Comunications